Text vs. Graphics: The Ultimate ThrowdownJuly 6th, 2011
You can write a lot of text and force your clients to read…
(…or you can say it with pictures.)
Alright…so indulge us a bit with the title and the shameless Concentration game show derivation. But if you have continued to read, the chances are that your interest was piqued or you were entertained – and that was the exact objective. You see, if you can interest, entertain …or at the very least make your message easily accessible and quick to digest for your audience, the chances are that they will continue to read…and continue to absorb the information you what them to.
So, you can present your readers with a wall of exceptionally beautifully written prose – that will look intimidating and never get read – or move as much content as possible into relevant and easy to understand graphics. Or put another way, graphics can help your message end up:
Using Kinetic as a guinea pig, what we present below is a look into the difference between utilizing text versus graphics. Judge for yourself which is easier to digest, which has more immediate impact, and which is simply more enjoyable to move through.
Nothing is more given to diagramming than work flows, process, decisions, etc. That being said, we have seen numerous companies dedicated to presenting this information in lengthy outlines that does not give the client an opportunity to see the broad overview of a work flow and understand how everything comes together.There is nothing inherently complicated about the proposal development process…but it would take a lot of words to describe it. Here, a picture is rather literally worth about 1,000 of them …
Qualifications and Services
A company’s qualifications to do specific work should not be reserved to long paragraphs of structured text. Just as people will quickly make judgments about the quality of your firm based on the appearance of the document, they can also quickly digest abbreviated information and extrapolate that information to create a bigger picture. Offering snapshots of information provides immediate access to critical information while not allowing the reader to get bored. Even where some portions of a document may be more text-heavy than others, the integration of graphics helps keep things lively.
Even where text must be used, the application of design elements can serve to effectively organize your content and deliver it in a pleasing, easily accessible way.
Sometimes, Only Pictures Can Really Work
“The Kinetic model matches variable client need with a variable cost solution.”
While that short and sweet sentence captures the essence of why we are economically compelling, we rarely allow that statement to stand on its own. In proposals, if left purely to text, we can easily spend a page or more discussing how that statement operates in reality – the difference between relying on in-house permanent employees, the variable (or cyclical) nature of RFPs and proposals, how we address those issues in a dynamic and efficient way, etc.
What we have found is that by using some relatively simple graphics, we can tell 50% of that story quite easily, and visually break up our documents with eye-catching graphics.
We hope we’ve illustrated for you how a variety of different graphics can be employed to simplify your proposals, make them more accessible to your audience, and make your documents a more compelling, entertaining and engaging read. And of course…
(If you need a hand, just call or email!)
About Kinetic Group, LLC
Kinetic Group provides business communication services including brand/identity creation, website and marketing collateral design and content development, video production, and outsourced proposal/presentation writing. The Kinetic team brings decades of expertise developing the branding, positioning and communication tools that help clients establish unique identities, grow awareness and win business. The company serves companies around the world and across a wide range of industries with a distinct orientation toward practical, compelling output designed to achieve specific results in an efficient, client-centric fashion. Kinetic can be reached at (323) 465-5296 or firstname.lastname@example.org.